Is the User-generated Content on Social Platforms Beneficial for Promotion? Taking Sugar-free Beverages as Evidence

Sichuan University Pittsburgh Institute (SCUPI), Sichuan University, Chengdu, 610200, China

^* Corresponding author: 2020141520017@stu.scu.edu.cn

Abstract

A growing number of enterprises begin to utilize user-generated content (UGC) to help build brand awareness and loyalty on social media platforms. There are already many kinds of goods like clothes and snacks which have been proved feasible to be promoted by UGC. This study attempts to analyze whether it is feasible to promote sugar free beverage products by UGC. This study uses the numbers of likes and comments from 21 live streamers and 42 sugar free beverage promotion UGC and beverage promotion UGC to be the sample. Compared by the likes of UGC about sugar free beverage and other content from same live streamers, it can prove whether sugar free beverage is a relatively hot topic in existing UGCs. Also, compared by the like/comment ratio by the hottest 21 videos with topics of sugar free beverage and beverage, it is known whether manufacturer can get higher income with certain number of plays. This study also put forward that it is important to attract more live streamers to focus on promoting new sugar free beverage products to benefit consumers, manufacturers and live streamers themselves.